To launch the MindLabs brand, app, and product, we needed a bold statement that would stand out in the crowded mental health and wellness space. The aim was to build hype, showcase the transformative potential of the app, and position MindLabs as the next-generation platform for mental wellbeing.
My role:
- Developed the core concept and narrative for the hero film
- Directed the shoot, ensuring each story authentically reflected the product’s real-world impact
- Oversaw production and post-production to deliver a premium, cinematic feel
- Adapted the film into multiple cutdowns for performance marketing and social channels
The hero film followed three different people, each using MindLabs in their daily lives. Through their stories, we highlighted the emotional and practical benefits of the app while keeping the visuals high-energy and contemporary to resonate with a digital-native audience.
The wellness space is saturated with generic, soft-focus content. The challenge was to break away from clichés and create something polished, modern, and relatable that would inspire trust while feeling fresh and exciting.
Impact:
- Served as the centrepiece of MindLabs’ brand launch, anchoring their marketing strategy
- Delivered a premium, polished hero asset adaptable across channels
- Used extensively in performance marketing campaigns, contributing to rapid brand awareness growth
- Helped establish MindLabs’ reputation as a forward-thinking player in the mental wellbeing industry
